American toy company Mattel launches Olympics inspired toy collection

Mattel revealed their first products collection across brands to celebrate the Olympic Games Tokyo 2020. The collection includes items from the toyco’s Barbie, Hot Wheels and UNO brands.

Mattel collaborated with the IOC and Tokyo 2020 Organising Committee of the Olympic Games to create licensed toy products, as part of a new licensing agreement and in line with the IOC Global Licensing Strategy.

This international product line, rolling out this spring, highlights inclusivity and innovation, with toys reflecting the five new sports added to the Olympic program in Tokyo – baseball/softball, sport climbing, karate, skateboarding and surfing – all to inspire a new generation of athletes and fans around the world.

“In line with our Global Licensing Strategy, this new international licensing collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values,” commented Timo Lumme, Managing Director of IOC Television and Marketing Services.

“Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages,” said Janet Hsu, Chief Franchise Officer of Mattel. “The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition.”

The Hot Wheels brand is creating a mini collection including die-cast cars designed to represent different sports dating back to the first Olympic Games in Athens. The new Barbie products, meanwhile, include five dolls representing the new sports being recognized at this year’s event. UNO is also celebrating the Olympics with a new offering, featuring the games’ mascot Miraitowa on a limited-edition deck.


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Ashwathi Anoopkumar